In the current Internet era，Information spread quickly，True Fake Information Fish Dragon Mixed，often causes "a rumor to make a mouth，Rumor Running Broken Legs "。Why is it under the current public public opinion environment，Is it difficult to rumor? Why do you even put on facts，Truth tell the public truth，Is it difficult for some people to reverse the error cognition? "The Backfire Effect" may help explain this phenomenon。This effect refers to a wrong information after being more correct，If the corrected information is contrary to the person's original view，Instead, it will deepen people's trust in this (original) error information。

"Reverse Fire Effect" is proposed by American journalist David McRaney in 2011。He found，When a person is blamed by a person in the face of public opinion，The more you want to confess，The more the facts, the more the truth is reasonable，The more it will cause the other party to further deny，Even attack。That is to say，When an individual encounters a point of view or evidence that the individual encounters bet365 Play online games a conflict with his beliefs，Unless this view or evidence is enough to completely destroy the original belief，Otherwise, individuals will ignore or refute them and strengthen their original beliefs。

In the United States，The annual influenza season will cause thousands of people to die and generate hundreds of millions of dollars in medical costs。A US survey discovery，About 43%of the masses believe that influenza vaccine will bring influenza。To correct this view，The Centers for Disease Prevention and Control of the United States specially published a popular science article on the official website，to reverse the public cognition。Subsequent，Researchers investigate this approach，It is found that the popular science articles have significantly correct people’s misunderstandings，But at the same time, it also significantly reduced the willingness to vaccine the vaccine in the vaccine of the vaccine side effects。This can be seen，Although rumors are an effective way to eliminate the harm caused by rumors，But it will also lead to some audiences more believe in rumors，I even tend to act according to rumors。

In other situations in daily life, this kind of persuasive information induces the "reverse fire effect" phenomenon。For example，When a tobacco Bet365 app download company refutes the information of "smoke harmful"，The public will believe this information more。Except for rumor information，Product warning information may also bring negative effects。Study discovered，When disclosing cigarettes or artificial sweeteners will bring health risks，This product warning has led the audience to buy these products more。

So，Why did this happen? In psychology research on rumors，The theory of The Motivity Reasoning is often explained to explain the "reverse fire effect"。Motivational reasoning refers to people tending to handle and respond to information defensively，Importing and finding confirmation information，Ignore、Questions or refute challenging information and its source。Specifically，When people come into contact with information that challenges their beliefs or preferences,，I will be emotionally nervous because of conflict，Then a impulse to lift tension，Cognitive imbalance。Under this impulsive stimulus，People will ignore、Questions or refute challenging information and its source。In the process of refuting sexual information，People often have available prejudice (Availability Heuristic)，That is to judge the possibility of the event based on the perception bet365 Play online games of the ease of understanding。For example，Someone had a plane collision due to a plane in last month，So now I am more willing to take a train。But in fact，Train accident rate is higher than the aircraft accident rate。

Another explanation of "reverse fire effect" is the illusion of truth and motivation misunderstanding。On the one hand，People will memorize the rumors as facts because of forgotten，The Illusory Truth Effect。According to the theory of the truth of the truth，When people coding information，Will a negative label for fake information，But I will not give the real information a positive label。After a period of time，Negative labels have been forgotten than the information itself，People will have the illusion of truth in this case，Black the rumors as "truth"。On the other hand，People will misunderstand the motivation of rumors，So I believe in rumors more。That is to say，When people come into contact with rumor information，Especially on some daily prejudice information，I will think that the rumor's "facts"，So I believe these rumors more。

other，Psychological resistance is also one of the reasons for the "reverse fire effect"。Psychological resistance theory refers to when some restriction causes people to feel bet365 Play online games autonomy or face threatening，They will have reverse or resisting psychology，Then generates the idea or behavior of recapture autonomy，Specific performance is more believed in the concept of restricted or more restricted behavior。Therefore，When rumoring or persuasion information makes people feel autonomy or threatened by face，They will have a psychological resistance，This leads to the "reverse fire effect"。

Although it is difficult to eliminate the adverse effects of the rumors fundamentally，But the rumor can formulate a rumor plan for the cause of the "reverse fire effect" when publishing the rumor information，Maximum weakening "reverse fire effect"，Reduce the "sequelae" of rumors。2021，A study at Princeton University in the United States shows，Compared with rumors of evidence，Test when receiving scientific evidence information，Will update their beliefs more rationally。Therefore，When the rumor provides rumor information，Information of scientific standardized wording，to better correct people's wrong cognition。Considering the impact of available prejudice，The information of rumors should also be presented in a clear and easy -to -read form such as charts，makes the information easier to be encoded and Bet365 lotto review extracted，Bring more truths to the audience，to promote them to believe in the truth。

Add information on prompting social norms or social identity when rumoring，It may also be an effective measure。People often imitate group behavior through effect，Obtaining social identity and a good feeling brought by it。Therefore，Rumors can use people's psychology，Add information that prompts social norms or social identity in rumor or persuasion information，Therefore, the audience accepts rumors or persuasion information。

In short，The rumor is before putting on their own facts，The impact of the "reverse fire effect" should be fully considered，Adopt appropriate response strategies，so as not to be counterproductive。After understanding the "reverse fire effect"，When the public accepts rumor information，should also reflect on whether you will be affected by it，Look at the information received from the perspective of objective rationality。

(Author Unit: School of Psychology, Zhejiang Normal University)